Η ΗΠΙΑ ΙΣΧΥΣ (SOFT POWER) ΩΣ ΠΑΡΑΜΕΤΡΟΣ ΥΠΟΣΤΗΡΙΞΗΣ ΤΗΣ ΕΘΝΙΚΗΣ ΕΠΩΝΥΜΙΑΣ: Η ΠΕΡΙΠΤΩΣΗ ΤΗΣ ΕΛΛΑΔΑΣ

Abstract

Soft power and nation brand are two concepts that support a state in satisfying its interests on the international as well as regional level. While stemming from different fields of knowledge, they are intertwining and overlapping, aiming to increase the glamor of a state, its attractiveness and ultimately its ability to persuade. Managing a nation branding strategy and the mission to boost the soft power of a state are perennial challenges. In this paper, these two terms, their relation and Greece as a case study are examined in detail. International and domestic literature on these topics is rich, contemporary and enlightening regarding the Greek case. Equally enlightening are the presentation and analysis of indexes that evaluate and rank countries across the globe with regards to their soft power and nation brand performances. In conclusion, soft power is an irreplaceable advantage for a state’s foreign policy. Certainly, smart power, which is a combination of hard military and economic power as well as soft power, is ideal, taking into account the limitations of soft power based on context. Therefore, proportional development of all types of power is the best option. Moreover, this paper argues that the relation between nation brand and soft power is rather complementary. Nation brand is supported by soft power while at the same time soft power is relying on national brand. Greece possesses not only a rich heritage from its past for its soft power to be founded on, but also a vast variety of unexploited potential. In this context, this paper seeks to highlight the more than ever pressing need for a committed, systematized and consistent nation branding strategy for Greece. The aforementioned nation branding strategy should take into account the joint and parallel use of both the soft power and the nation brand.